This new set does seem to be relatively accessible to all kids. Perhaps not on it's own, but certainly as a mix-in with other sets.

For instance, on it's own you'd probably guess that the power drill and robot came from a boy's set rather than a girl's set.

Outside of the box packaging, lego's are gender neutral in terms of red/blue/black/white snap together boxes. My daughters built play houses and towers until they were 12. We (society) have missed the point if all we do is encourage building what the 'set' advertises ... In my generation it was Tinkertoys and I built lots of interesting creations using my imagination instead of using directions.